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KSL: The Local News Titan That Outperforms National Giants
How a Utah-based media company built a 17M monthly visit empire with 73% direct traffic
In an era where local news is dying, KSL.com is thriving—garnering 17.6 million monthly visits with a lean team of just 28 employees. This isn't just a news site; it's a hyper-local monopoly that has mastered the art of direct audience loyalty, outperforming national media giants in its backyard.
"KSL proves that in the attention economy, hyper-local dominance beats broad national reach every time."
The Loyalty Paradox
While most news sites chase algorithmic discovery, KSL's 73% direct traffic (vs. just 23% organic) reveals a profound truth: they've built a daily habit, not a search dependency. Users don't stumble upon KSL; they seek it out. This is the holy grail of media—audience retention that defies platform volatility. For founders, this is a masterclass in building direct relationships over chasing viral moments.
The Classifieds Engine
Look beyond the headlines. KSL's second-highest search volume isn't 'news'—it's 'ksl classifieds' (55,030 monthly searches). This reveals their true business model: they're a utility, not just media. By embedding classifieds, cars, and real estate into their news ecosystem, they've created a sticky, multi-revenue stream platform. The 'ksl cars' keyword alone commands 11,000 monthly searches, turning browsers into buyers and readers into revenue.
The Trustpilot rating of 1.7/5 from 46 reviews is the elephant in the room. It suggests friction—likely in their classifieds or real estate verticals, where key people like Matt Bellini and Mike Morgan operate. But here's the provocative take: this low rating might be a feature, not a bug. It indicates high transaction volume and user engagement. When you're the default marketplace in a state, you'll attract both love and complaints. The real question is whether their $2.9M revenue with 28 employees is sustainable, or if they're leaving money on the table.
- Monopoly mentality: 98.4% of traffic comes from undefined (likely Utah), proving hyper-local dominance
- Multi-vertical integration: News, classifieds, cars, and real estate under one roof
- Tech stack efficiency: Tailwind CSS, Vite, and PWA suggest a modern, agile engineering team
- Social footprint: Active on TikTok, Twitter, YouTube, Facebook, and Instagram—meeting audiences where they are
The Local News Blueprint
KSL's model is a case study for media entrepreneurs: dominate your geography, own the utility verticals, and build direct relationships. The future of news isn't national—it's hyper-local, multi-revenue, and habit-forming.
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Utah Breaking News, Top Stories & Sports | World, US, Local
KSL is Utah's #1 source for news, sports, weather, and classifieds. Get the latest breaking news Utah cares about - today's news, current headlines, and more.
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Reviews (20)
FREE items posted on KSL Classifieds! several items for…
I recently posted several items for FREE on KSL classified and was extremely pleased with the results. It is true that one man’s trash is another man’s treasure. After cleaning my garage, giving away many items to family and friends and taking carloads of things to Habitat for Humanity, Savers and Deseret Industries l was left with miscellaneous things that I couldn’t throw in the trash like cans of spray paint, various types of cleaning supplies, insect and weed spray, various types of fuel like kerosene/tiki oil/lamp oil and automotive products. All of these items had life left in them, but their place in my garage was done. I wiped off the dust, and boxed similar things together, took photos and posted them on KSL Classifieds in the FREE category. Everything was claimed by people who actually wanted or needed these items within hours of posting them. Two wooden chairs, a nearly new medical walker, a juicer/steamer and a colorful file cabinet that had been used for years as a receptacle for tools all found new homes. Everything was posted July 3-5th and was claimed quickly. I love KSL Classifieds and have purchased things through this great service over the years that I still use. I give it 5 stars and a huge thank you!
Some Censorship May Be At Play
KSL allows registered readers to post options. Do so with care because if your words rile the rank-and-file, you will be censored. Not sure how their review process works but it seems that if you weigh-in with comments critical of certain beliefs or government, or point-out the fallible actions of individuals, don't expect your views to be published. Overall, a sanitized PC version of the news is found at KSL outlets.
Most of the articles I read on this…
Most of the articles I read on this site seem to omit information, I don't know if punctuation is being used. Some articles seem to be written by elementary school students.
KSL never seems to miss an opportunity…
KSL never seems to miss an opportunity to report negatively on almost anything to do with President Trump. They use such unreliable and tainted polls such as CNN. This is quite disappointing especially considering Utah is a very red state. They should run it as reporting a fair and balanced news.
KSL News, I’m Embarrassed.
I’m embarrassed to be a member of the church that owns KSL news. The biased reporting that KSL is guilty of makes me squirm in my lazy boy recliner. They are completely missing the tremendous job that the current US administration is performing each day. Come on Editor, pull your head out and tell the truth of what’s going on.
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About ksl.com
KSL is Utah's #1 source for news, sports, weather, and classifieds. Get the latest breaking news Utah cares about - today's news, current headlines, and more.
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Technology Stack
ksl.com uses 15 technologies across their website including Font Awesome, Google Fonts, AWS CloudFront, Braze, and more.
Fonts
Font Awesome, Google Fonts
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AWS CloudFront
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Braze
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DoubleClick Floodlight
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Stripe
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Traffic & Audience
ksl.com receives approximately 17.6M monthly visitors and ranks #3,633 globally. The website has a bounce rate of 43% with visitors viewing an average of 3.6 pages per visit. Users spend an average of 5:07 on the site.
The majority of ksl.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about ksl.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit ksl.com directly at https://ksl.com.